Être un employeur bancaire coopératif, ça change quoi ?. De l’influence du modèle coopératif sur la marque employeur

Chloé Guillot-Soulez and Sébastien Soulez

Revue française de gestion, 2019, vol. N° 282, issue 5, 57-75

Abstract: Based on an emblematic case study conducted within a regional bank of a cooperative group, this research analyzes the impact of the cooperative model on employer brand management. The study provides a comparative analysis of employer brand identity (semi-structured interviews with management team members) and employer brand image (semi-structured interviews with newly hired employees). This research identifies, within the employer brand, the benefits (i.e. assets) that are both economic, functional and symbolic perceived as specific to the cooperative model. At the same time, it underlines the risks associated with the promotion of status, which stem from the hybrid character of the organization and the tensions inherent in the coexistence of market and sociopolitical logics.

Date: 2019
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